Dovetail: Promotion & Partners

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The Brand Dating Game

Posted May 9, 2012 by Vicki.

Partnership marketing is not unlike the dating experience, which is why we position Dovetail as “a for your brand.”  There’s the initial excitement of the search for a new partner; the logistics of the get-to-know-you emails and phone calls; the disappointment when there is no brand chemistry; or the rush when partner magic starts to happen. These projects usually end with a pretty decent date and an enthusiastic “let’s do this again soon!” 

Sometimes, though, it gets even better. That’s when we feel we’re more the eHarmony of partnership marketing; when we work with partners looking for true commitment, willing to go the extra mile to get it.

BrainFuel4Kids from California Innovations (CI) is a great example of the deeper approach, and one I hope brand managers will note.  While a real challenge, the end result, a true labor of love, can be a huge success as well.

My eHarmony requirements (yes, I met my fiancé online) were for someone with a big heart, a big sense of humor, and the patience to deal with someone like me. The BrainFuel4Kids coupon book, created to generate awareness for an altruistic new website that helps parents help their kids do better in school, had its own “eHarmony” list: A credible story on how a brand can impact the health, nutrition, exercise of mind and body, or other areas that can help kids in school. Not to mention the willingness to pay a hefty fee to help CI cover costs, and the creativity to enhance the BrainFuel web site with specific brand knowledge. 

The challenge to find such partners is daunting. While a typical search can require 10 or more pitches to get one “I’ll think about it,” you can multiply that many times over when you’re asking for a 5-figure participation fee and a commitment nine months before the back-to-school season. Then there’s breaking through the trepidation of the partners’ legal teams and their fear of making health claims (we don’t). It’s a tough sell.

We like challenges.

Each year the coupon book gets bigger and better. Parents have received significant savings (more than $80 one year alone) on both new and established kid-friendly brands. Participating brands got rare access to a targeted and valuable demographic. And California Innovations continues to enjoy an increase in traffic to .

If want your brand in a truly committed relationship, we’d love the chance to find you the partner of your dreams. Regardless of your eHarmony-like requirements list, no matter the partner type, we bet we can help. It’s all about chemistry … the cupid of brand matchmaking.

Your ideal partner may not be on the list of partners we have delivered for BrainFuel in the last three years, below, but they’re in our database … or they will be soon!

  • 3M/Scotch Brands
  • Aquafina Water
  • Bumble Bee Tuna
  • Clif Kid Bars
  • Dole Fruit Bowls
  • Every Day with Rachel Ray Magazine
  • Family Circle Magazine
  • FitBrains Games
  • Flintstones Vitamins
  • General Mills’ Go-Gurt
  • Juicy Juice
  • Leap Frog Games
  • L’il Critters Vitamins
  • Langers Juice
  • La Tortilla Factory
  • Luminosity Games
  • Mission Tortillas
  • Parents Magazine
  • Purell
  • Scotch Tape
  • Scotch Fasteners
  • Scotch Thermal Laminators
  • Scotch Tapes, PostIt Notes
  • Scotch Scissors
  • VitaFusion Vitamins
  • WhoNu Cookies
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